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sliceannarbor · 8 years ago

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Hilary Greenbaum

Graphic Designer/Art Director Design Director Whitney Museum of American Art New York, New York design.whitney.org

Photo by Philip Friedman

In this, our 100th issue of SLICE Ann Arbor, we are honored to present Hilary Greenbaum, design director at the Whitney Museum of American Art in New York, New York. Hilary talks with SLICE about how she got her start in the profession, why she does what she does — and life.

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SPECIAL GUEST SERIES

Hilary Greenbaum serves as director of graphic design for the Whitney Museum of American Art in New York, New York. Hilary previously worked as a staff designer and design columnist for The New York Times Magazine, designing numerous covers, feature story layouts, special issues, and infographics. In 2011, she initiated a series titled, Who Made That?, which provides design and art aficionados an opportunity to learn about the people working in the profession. Hilary’s work has been recognized by the American Institute of Graphic Arts, Society of Publication Designers, Type Directors Club, Art Directors Club, Society for News Design, and most recently, the work of her team at the Whitney was included in the 2016 Brno Biennial. She earned an MFA in graphic design from the California Institute of Arts, and a BFA from Carnegie Mellon University. Hilary has also served on the board of directors of AIGA/NY, and as a guest critic at Parsons, Pratt, and Boston University, among others. When she’s not working, you can find her sleeping, running, or trying her best to do nothing in particular. Hilary resides in Brooklyn with her fiancee Justin, cat Luna, and a variety of houseplants that will hopefully make it through 2017.

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FAVORITES

I’ll preface this whole section with the caveat that my favorites change all the time. There are just so many interesting works being created, places that continually redefine themselves, and phrases that take on new meaning that it’s difficult for me to isolate a “favorite” as in “favorite for all time.” What I can do is list a “favorite for right now.”

Book: All the Birds in the Sky by Charlie Jane Anders; because there’s a lot of truth in the surreal.

Destination: Home; because all my favorites are there.

Film: The Shining; because it’s so perfectly designed.

Motto: Restrictions don’t have to be restrictive; because creativity comes from adversity.

THE QUERY

Where were you born?

New Jersey

What were some of the passions and pastimes of your earlier years?

Drawing was one of my earliest interests, and whenever I was asked what I wanted to be when I grew up, I would always respond that I wanted to be an artist.

How did you begin to realize your intrigue with graphic design?

Graphic design wasn’t a common profession when I was young, and it wasn’t until later in high school that I realized what I enjoyed most about making ‘art’ was actually ‘design’: the visual problem-solving, the systemic thinking, the interaction with other people, the rigor of making something that I liked and worked for the task at hand.

Why does this form of artistic expression suit you?

I really enjoy all aspects of the design process, from defining the big picture to refining the last details. It’s also immensely satisfying to make things for a living.

What path did your formal and/or informal training/education follow?

My parents were very supportive of my desire to study design, but to ensure that I was truly committed to it, they enrolled me in a summer pre-college program focusing in design at Carnegie Mellon University. The course was only six weeks, but it cemented my interest in both the field and the school. I went on to attend Carnegie Mellon for my undergraduate degree, graduating in 2001. After working for a few years, though, I began to feel restricted by the modernist approach to design that Carnegie Mellon’s program is anchored by, so I decided to go back to school to learn about the post-modernist end of the design spectrum. In 2006, I graduated with my master’s degree (also in graphic design) from California Institute of the Arts.

How did you get your start in the business of graphic design?

My first job was for Ziba, a design firm in Portland, Oregon. I had interned there when I was in college, and was lucky enough to be offered a full-time job once I graduated. As a company, Ziba’s roots were in product design. But at the time I started, they were beginning to branch into other disciplines. I worked on a wide range of projects, from product packaging to brand strategy.

What led to your coming on board with the Whitney Museum of American Art in 2012?

I saw the job posting, thought it was a great opportunity, and applied.

How would you describe your day-to-day role at the Museum?

An average work day will contain five scheduled meetings, three impromptu meetings, sending and receiving of 50+ emails, 3+ phone calls, 3+ hours of hands-on designing, 1+ hour of project management, three inept attempts at making a joke, one successful joke, 4+ cups of coffee, and if I’m lucky, one really good idea.

What types of projects/endeavors are you engaged with currently?

We are currently preparing for the Whitney Biennial (opening in March), which entails exhibition graphics, advertising, web-based initiatives, and invitations to opening events, among other projects.

Do you have a creative process that you turn to as you begin a project?

I don’t believe in a one-size-fits-all creative process. Every project has different goals, motivations, and personalities involved, so I try to remain as fluid with my process as possible so that each project can be as successful as possible. The best way to start, though, is to ask a lot of questions!

Is there a project/period along the way that has presented an important learning curve?

Each project is a learning opportunity, but working on the rebranding of the Whitney was larger than any other project I’d worked on to date. The scale of it (in terms of people involved, number of projects to complete, and visibility) was equally thrilling and overwhelming.

How has your aesthetic evolved over the years?

I find that I lean more towards the minimal and less towards the trendy.

When and how did the series, Who Made That?, for The New York Times Magazine take seed?

Early in 2011, the New York Times Magazine started The 6th Floor, a blog populated by the employees of the printed publication. Editor in chief, Hugo Lindgren, encouraged all of the departments, from art to research, to participate. I initiated a series called, Who Made That?, which would encourage those who appreciate design and art to become more familiar with the people who make what we see on a daily basis. Starting in March, I began posting at least once a week, covering everything from the radiation symbol to the Moka Express to the NASA logo. Six months later, Hugo decided to turn the online series into a weekly column in the printed magazine.

Is there a project you worked on for the Magazine that remains a favorite?

The Who Made That? series was definitely a highlight, as was overseeing the 9th Annual Year in Ideas issue.

What moment in your professional life stands out, even today?

Taking the risk of moving to New York ten years ago without a job or an apartment.

What is it about graphic design that keeps you interested and intrigued?

It continues to be challenging because it’s constantly changing; the tools we use, the formats that we work within, and even the role design plays within organizations.

What three tools of the trade can’t you live without?

Adobe everything, Open Type, and an unlined sketchbook from Muji.

What’s the best advice you’ve ever received?

Always have a reason.

From where do you draw inspiration?

I try to derive inspiration from the context of each project I work on, as opposed to outside sources.

What three things can’t you live without?

Coffee, whiskey, and family.

Is there a book or film that has changed you?

Jennifer Bornstein; the catalog for the artist’s first solo exhibition at The Museum of Contemporary Art in Los Angeles, and the first book I designed professionally.

What drives you these days?

I am driven by a curiosity for new ideas and a fear of failure, which are constantly in opposition.

#whitneymuseumofamericanart #new york #design #hilarygreenbaum

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